LT5053 - Niche Tourism (2026/27)
| Module specification | Module approved to run in 2026/27 | ||||||||||
| Module title | Niche Tourism | ||||||||||
| Module level | Intermediate (05) | ||||||||||
| Credit rating for module | 15 | ||||||||||
| School | Guildhall School of Business and Law | ||||||||||
| Total study hours | 150 | ||||||||||
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| Running in 2026/27(Please note that module timeslots are subject to change) |
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Module summary
‘Niche Tourism’ studies a wide range of forms of tourism that gain momentum in the tourism industry due to the growing importance of the experience economy. Contents cover niche tourism concepts and explore distinctive niche tourism marketing approaches. The impacts of niche tourism development are evaluated across different dimensions covering the scope of culture- and nature-based forms of tourism, along with niche tourism markets that raise ethical concerns.
Teaching uses extensive case studies throughout, aiming to provide a realistic understanding of challenges faced by small and medium enterprises, and destinations seeking to establish or improve their destination product through niche tourism. Studying niche marketing techniques prepares students to recognise and apply strategies appropriate for particular circumstances and successfully compete for visitors in today's global marketplace. Knowledge of growing forms of niche tourism enables application of ‘fresh’ strategic approaches to destination planning and entrepreneurship.
The module is delivered as a core module for level 5 BA Tourism and Travel Management, but is also suitable for students from other courses, interested in innovative tourism products and niche marketing principles.
The module aims to:
1. Enhance your understanding of the scope and role of niche tourism products in destination development
2. Provide you with a portfolio of case studies applied to specific niche tourism segments
3. Engrain a comprehensive understanding of social, economic, and environmental issues involved in the development of niche tourism products and markets
Prior learning requirements
No pre-requisites.
Available for Study Abroad? YES
Syllabus
The syllabus covers a spectrum of niche tourism market segments using a wide range of case studies drawn from contemporary world tourism landscapes. It includes:
• An introduction to niche tourism: its role in the experience economy and marketing – the Long Tail concept (LO1)
• Culture-based forms of niche tourism, which may include: Culinary tourism; Film tourism; Music tourism; Religious tourism; Pink tourism, etc. (LO1-4)
• Nature-based forms of niche tourism, which may include: Slow tourism; Wellness tourism; Ecotourism; Extreme sport tourism, etc. (LO1-4)
• Controversial forms of niche tourism, which may include: Dark tourism; Sex tourism; Medical tourism; Slum tourism; Last chance tourism, etc. (LO1-4)
Balance of independent study and scheduled teaching activity
Teaching will be divided into lectures and seminars. Weekly lectures, including a series of case studies, will introduce students to the topic, which will be discussed further during seminars. Each weekly seminar will focus on a chosen aspect of a niche form of tourism in relation to local/regional tourism product portfolios. These will cover market research, tourist motivations along with social, economic and environmental impacts of niche tourism segments illustrated by international case studies. Seminars will also work as tutorial sessions in preparation for the assignment submission.
The module will use a blended learning strategy where student learning is supported and enhanced by both: classroom contact and online support.
Learning outcomes
On successful completion of this module, students will be able to:
1. Demonstrate the ability and knowledge necessary to identify, research, and understand niche tourism markets effectively
2. Identify and analyse social impacts that arise from niche tourism markets
3. Recognise and discuss economic issues applied to niche tourism market development
4. Evaluate the significance of the environmental impacts of niche tourism segments